Have you ever had the experience where you hear a quote or an idea and then within a few days, it comes up again and again in all sorts of different places?
When that happens to me, I usually figure that’s something I’m meant to pay attention to.
Recently, I’ve had this happen with the idea of the value in not being an expert.
Now, I want to be clear: I think there is tremendous merit in cultivating your expertise. And encouraging writers to continually hone and refine their craft, and to become an expert in their industry, is something I do as a matter of course.
But accepting that this is true doesn’t mean there aren’t real advantages to being brand-new to something.
You Might Ask Unexpected Questions
When you’re just learning about something, you tend to ask questions that experienced people don’t. The answer to such a question might seem like a foregone conclusion to someone who’s been around for a while, but the process of revisiting it, through the eyes of someone new, can reveal new approaches and ideas.
Imagine that you’re just learning about email marketing automation, for example, and you ask about some of the different ways automation is used. The conversation leads to a discussion about segmentation and your client explains their segmenting method. You ask if that’s how other email marketing companies do it, and they explain that their process is different and saves their clients money.
That sparks an idea for a new marketing campaign…
All because you asked a question that nobody else was asking.
You Bring New Ideas
When you’re brand-new to a topic, a format, a medium, or an industry, you’re more likely to draw from your other experiences, and that means you’ll bring fresh ideas to the discussion that are extra appealing because they’ve been tested in other places.
For example, if you’re working with a new client in the pet care industry (a novel field for you) on a social media campaign, you might draw from your recent work in a completely different industry. If you built a successful social media campaign during a previous project, what you did there might be completely new in the pet industry, but very effective.
Without your fresh eyes, your idea would never have come up.
You Have the Enthusiasm of a Novice
When you’re new to something, it switches you into learning mode. And with learning comes wonder. And wonder brings a kind of enthusiasm that’s hard to capture when you’ve been at something for a while.
That special brand of enthusiasm can breathe energy and authenticity into your work, and turn it into something amazing.
As Your Experience Grows…
Even as you develop your expertise, it’s a useful habit to step back from what you’re doing on a project and consider it from the vantage of someone who doesn’t yet know much about the topic or the process.
Some questions to help you see things from a new angle are:
- What if I was new to this, what would confuse me?
- How would I do this if I were doing it for the first time?
- What would I want to know if I didn’t know anything yet?
- How would I explain this to someone with zero experience?
When you ask questions like these, you might discover solutions no one has considered and find ways to make your work a better overall experience for your reader.
In Case You Missed It…
One of the things that happens when a company writes their own copy and content — especially if they don’t have an in-house writer — is the copy ends up being pretty company-centric. In this new UX/CX Copywriting column, I explore five different types of company-centric copy and how you revise each to be more customer focused.
If you’re writing ads for a client’s Facebook campaign, you need to know how to stay on the right side of Facebook’s advertising standards. In her most recent PPC & Advertising column, Zoe Blarowski walks you through Facebook’s different rules and guidelines and shows you how to write compliant copy in each case.
Have you ever felt stuck in your business about what you really want from it or what steps you want to take next? Sometimes, figuring out the best way forward is just a matter of getting your thoughts down in black and white. In her latest Reality Blog, Jennifer Ayling shares some of her own a-ha moments from business journaling. You can give that a read right here.
Try Your Hand at Writing a Paid Ad
Paid advertising through Google, ad networks, or social media platforms can help a business gain traction. It can bring more people to their site, help them generate more leads, and deliver more sales. If writing paid ads is something you’re interested in, then you should give our current Practice Assignment a look. You have the opportunity to give ad writing a go and there’s a chance you could get professional feedback on your work. You’ll find the details here.
Coming Up on Digital Copywriter
Don’t miss our Monthly Member Update live webinar next week. On April 6, you can join me to learn about five things you can do after you’ve written a first draft to make your work truly original, exceptionally valuable, and more memorable. Plus, we’ll look at what’s coming up on Digital Copywriter, I’ll introduce you to a powerful new resource that’s only for members, and we’ll wrap up with a Q&A. I hope I’ll see you there!
3 Things I Think You Might Enjoy…
If you struggle with paralysis by analysis, then you’ve got to listen in to this week’s Monday Morning Jumpstart with host Jade Trueblood and special guest Marcella Allison.
This Content Marketing Institute post about visionary content and giving your audience something to chase is an inspiring read and well worth the time.
Do you help your clients with local SEO? If you do, this post from Moz is a must-read.
That’s all for now. Enjoy your weekend!
